startup analytics and figuring out your engine for growth
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Growth Hacking Startup analytics and figuringout your engine for growth
Because here’s what usually happens..
You spend months and months building a great product.
Anticipate a huge launch..
But, when you actually do, nothing happens.
Let’s say you end up with a feature in TechCrunch.
Which gets you 10,000 new signups.
day 1 day 25 users
10,000users
Awesome right?
Not if no one comes back..
day 1 day 25 users
day 30
10users
10,000users
What happened?
I’m Conrad Wadowski, a Partner at GrowHack which works with venture backed companies.
I also run an online school which brings together leading practitioners and resources to teach your team user growth.
Some background
So, what the heck is
GROWTH HACKING?
A “growth hack” is a meaningful spike to a metric.
day 1 day 2
5 users
10,000users
50,000users
What really matters is making it repeatable.
day 1 day 2 day 30
5 users
10,000users
Growth hacking is the tactics and best practices for growth.
Think of it like you’re assembling an engine.
..but you’re missing the instruction manual.
?the manual
How do you put together the pieces?
Email Marketing
UX
SEO
Behavioral Psychology
PPC
PR
Try a bunch of stuff?
Try a bunch of stuff?Ask other people?!
Try a bunch of stuff?Ask other people?!The interwebs?!?
Try a bunch of stuff?Ask other people?!The interwebs?!?Build more features?!?!
All places to find ideas but..
SEO
Behavioral Psychology
Email Marketing PPC
UX Analytics
Analytics brings things together
PR
It’s a skillset many companies don’t start with.
And helps you be systematic about learning what’s happening.
There are actually are a few engines to build and tune.
#1Product Engine #2 Growth Engine
+
Without a “product engine” to create value, it’s hard to grow.
For more here see Eric Reis, Steve Blank and Lean Startup Machine.
#1Product Engine
Let’s take HubSpot as an example
#1Product Engine #2 Growth Engine
+
Marketing Automation Tools Inbound Marketing and Sales
Sometimes you build within a distribution channel
#1Product Engine #2 Growth Engine
iOS App Apple App Store
=
Each approach carries its own risks and rewards.
A practical frameworkfor growth.
(adapted from Dave McClure’s AARRR metrics)
Pick one of these areas to focus on at a time.
Acquisitionsource person comes from Search, Social, WOM, Viral
Acquisitionsource person comes from
Search, Social, WOM, Viral
Activationgetting someone quickly to a “must have experience” Your happy event
Acquisitionsource person comes from
Search, Social, WOM, Viral
Activationgetting someone to a “must have experience”
Your happy event
RetentionGetting someone back to the experience
Email, push notifs, messaging, user generating content
Discover your one point of highest leverage.
It looks like this..
Free channels
Acquisitionsource a person
comes from
Let’s say one of your friends told you absolutely had to download SnapChat.
Acquisition Source: Word of Mouth
Free channels
Activation getting someone to
an “must have experience”
After you downloaded SnapChat you got to see the stupid video they sent you.
Activation Event: Watching a video
Free channels
RetentionGetting someone back to the core experience
You then get a SnapChat push notification and the cycles continues.
Retention Event: Push Notification
Retention is important
otherwise you’ll get
A growth engine without a product engine is hard to sustain.
Other user states to consider are revenue and referral.
Free channels
Referralgetting one of
your users to refer another user
After you’ve starting using SnapChat you then feel comfortable inviting a friend.
Referral Event: Messaging a friend
Free channels
Revenuemonetizing people
SnapChat currently doesn’t make money. They’re optimizing for user growth, which a monetization step would slow down. If SnapChat started sending disappearing ads, advertisers would pay.
Revenue Event: N/A
Say your product was a simple quiz website.
But only 1 out of 118 completed it.
One approach could be to acquire more users.
You’d probably have to bring in another 118 to get only 1 more user to activate.
That’s really hard.
More likely your bottleneck is a landing page.
image credit: iacquire
Clear headline
Short copy, graphic or visual
Call to action
And can lead to a much better result if you focused there..
In this case your bottleneck was activation.
InsightTo build your engine, focus on your point of highest leverage.
Choosing a metric you’d like to move may be the hardest thing. It’s changes and is tough to prescribe.
”
Metrics are merely a reflection of the product strategy that you already have in place and are limited because they’re based on what you’ve already built, which is based on your current audience and how your current product behaves.
Andrew Chen
“
It helps you prioritize, which may be the hardest thing to do.
Text
Start with an in depth
study of your users.
Be them.
Talk to them.
Where do your most engaged users come from or hang out?
I say, take as many angles as you can to figure this out.
In person interviews
Craiglist to find people in your target market
Meetups
Surveys
Usertesting.com
“If you were to recommend [product name] to a friend, how would you
convince them to use it?”
Great question after someone’s first tried your product
Net Promoter Score
“I ask existing users of a product how they would feel if they could no longer use the product. In my experience, achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product.” - Sean Ellis
Question to assess Product/Market Fit
Challenges: Bias and Speed
SolutionMeasure what they
actually do.
Measure from Day One
Philosophy.
Get users into groups.
Predict how your people react to changes you make.
Being savvy with analytics applies to
large and smaller user bases.
For larger sets of users it’s helpful to segment people and
find patterns.
For smaller sets, you’ll get to see patterns develop.
Even without much data, you’re getting
into the habit of learning.
Are people doing what you expect? Who and why are they behaving
that way?
Some characteristics of good metricsAnswer an important question in your user lifecycle.Are actionable.
How well are we retaining users?
We look into the % of first time users who login the next day.
If we weren’t retaining users, maybe they think our product isn’t valuable. Easy and quick to measure.
What’s the most efficient use of marketing resources?To answer this question, we could look into sources of traffic, and analyze what % of users from a particular source ended up converting into being engaged with our product or paying, and how much would it cost to acquire this particular user.
Helps you focus your resources on the channel with the most impact.
An easy way to make your metrics more actionable would be to try to make it a %.
Divide an important number you have over a period of time to give you a growth rate, or over an earlier step in your funnel to give you a conversion rate.
What’s not actionable?Anything topline - like pageviews, revenue or users. We want to increase your total users, but this number will go up no matter what you do.
Time on Site - can help measure engagement, but maybe your users are just confused?
Benchmarking isn’t exact but can be a place to start if you’re having trouble identifying a weak metric.
Is your sign up rate way below 8 to 30%?
Is your email open rate way below 30% or click through consistently below 3%?
Email marketing benchmarks 2013 - Mailchimp
Drawing board
Weak Average Okay Strong
<12% 12-16% 20% 25% 50%+
Day One (D1) Mobile Gaming Retention Benchmarks
Credit: Nabeel Hyatt
More Mobile Retention
Benchmarks
App engagement benchmarks 2012 - Flurry
Ideally you can find a leading indicator to tell you when activation happens.
How do you know users reached the “aha moment?”
A user is engaged if they reach 7 friends in 10 days.
-Chamath Palihapitiya
An active user has visited 7 times in the last month.
-Josh Elman
If someone came back the day after they signed up for a game, they were
likely to become an engaged user.-Nabeel Hyatt
Once you feel comfortable with
focusing on a metric.
Hypothesize improvement
to that metric.
Make valid, quick tests to improve
it.
Without your left brain, you wouldn’t know which of your
ideas are good.
Without your right brain, you wouldn’t have
any good ideas.
Some places to find good ideas about a bottleneck include
other great products.
Lot’s of tools available to identify your bottleneck
Help you figure out who your valuable users are and why others are getting stuck.
MixPanel
CautionFirst chose what question you’d like to answer, then focus on measuring it.
More information isn’t necessarily better.
Retention Report
Create a definition for retention, such as those who sign up and log back in.
Weekly Cohorts
Define Properties
Answer more specific questions comparing groups such as returning vs. new visitors or those acquired through facebook vs. twitter.
You can do the same in the funnel and revenue reports
Learn about valuable users
Message based on activity
Segment.io
Easily switch between services
Optimizely.com
Easy a/b testing
Intercom.io
Targeted messaging
Bill Murray
Kid Rock
Brittany Spears
Brad Pitt
Aaron Arnold
Juliana James
John Johnson
Bobby Boulder
Nick Newman
Sandy Sue
Carly Charleston
Paul Porter
350k
1M
78
253k 87
27.2M 93
344
25
576
333
-
988
3
1,345
30
24
31
51
44
-
-
0
Targeted messaging
Bill Murray
Kid Rock
Brittany Spears
Brad Pitt
Aaron Arnold
Juliana James
John Johnson
Bobby Boulder
Nick Newman
Sandy Sue
Carly Charleston
Paul Porter
350k
1M
78
253k 87
27.2M 93
344
25
576
333
-
988
3
1,345
30
24
31
51
44
-
-
0
You might want to say hello
Google Analytics
Database + SQL + Excel
Collect Data Query Analyze
OKR FrameworkStands for “Objectives” and “Key Results” and used by a lot of folks like Google and Zynga.
Objective: Improve Engagement
Key Result: Get 30% of students to post weekly progress updates by the end of the week.
Experiment(s) this week:Set up class segments in intercom.io and email students on with link to Lecture.Create a Facebook group for the class.
OKR Framework
What’s your metric?
click here to learn more about our online school
Thanks!
or find me @conradwa